“We’re particularly interested in knowing that the content our fans find interesting can be viewed front-and-center. We enjoy a fantastic fan base, and we work to be sure we are delivering to places where folks are engaging with our brands, both online and offline” says Luke Elliott, of the LatAm Digital Marketing Team.

Certainly you could use optimized CPM and bid for action types, if you wanted.

Lessons for CPG brands

Try different photos to see what works best. Time of day matters, too. Showing a picture of the bottle works great for Jack Daniel’s. What works in one country will be different in another. Spanish and Portuguese posts take 30% more characters than to say the same thing in English.

Make sure you have a balanced funnel strategy. If you run fan acquisition campaigns, make sure to have engagement campaigns on at the same time to nurture these new fans.

Optimized CPM works. Just use it. Facebook’s algorithms are so smart that they will automatically find who is most likely to engage. Only certain direct marketers can get away with CPC bidding.

Keep the pilot light on. We advocate an “always on” strategy to have steady, lightweight engagement over time. If you have ads that are all on or all off, likely due to product launches and campaign planning cycles, your social relationships will not be as strong.